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Four items this week:
1. In the next few
weeks my column will feature Kenneth Dotson at
TicketsNow.com. He is a friend of eight years who was one of
the founders of SportsLine, an online sports service. He
contracted me to introduce him to the radio industry, and
set up an on line sports radio network….as I recall it the
first one. I WAS THERE!!! CBS bought SportsLine; thus every
twenty minutes you sports fans are reminded on CBS –TV
sporting events to check the latest stats and sports news on
CBS SportsLine. Kenneth retired, did some online consulting,
but recently came out of retirement at TicketsNow.com. As I
wrote earlier, more on Kenneth and his new adventure soon.
2. Vallie-Richards,
the fine radio consulting firm publishes a monthly
publication for their clients called Radio Focus. Dan Vallie
gave me permission to e-publish one of their recent
articles. It is a superbly edited piece from a fine book.
Here it is: “Ever wonder how certain managers have the
ability to make the right split-second decisions? Or how
certain programmers have the right intuition to focus or
adjust a station product? If so, you may find BLINK an
interesting read. It’s written by Malcom Gladwell, who also
wrote The Tipping Point. Malcom reveals that great decision
makers aren’t those who process the most data or take a lot
of time deliberating, but it’s those who have perfected
“thin slicing”. Having the ability to filter the very few
factors that matter from overwhelming data. He also talks a
lot about how the best instincts belong to those with
experience and that the ability to make a successful snap
decision is largely a function of years of training,
knowledge and experience---all kinds of things that allow
people to educate their unconscious. He warns to be careful
of people who have instincts but no experience.” Hey, Malcom,
that all works for me!!!!!
3. Naviguage, the
Atlanta based rating company that tracks in car listening
released the following information in March. 88.3% of the
listeners that listened to the beginning of a spot…stayed
through the end of it. Men more so then women. 50 plus
listeners show higher retention levels than younger people.
Women are more likely to listen to the entire ad on AC
stations compared to other formats. Naviguage is doing some
interesting work. And, with a BIG, I mean HUGE sample
size!!!
4. And for those
who missed it, and I am not certain where I read this,
nationwide average commercial units per hour in drive time
in March was 11.4…better than February’s 12. Entravision led
all groups with 8.1 units per hour.
e-mail Kent
kent@kentburkhart.com
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